You've Been Framed

CHAPTER 7 Defining Your New Frame by Discovering Your Value

If you’ve completed step 1 of the reframing process, you’ve done the meaningful work of collecting and analyzing a large amount of information from your clients and the professionals with whom you work and interact. You’ve looked for significant patterns and taken note of important gaps. You know what it is that clients value about your services, and you know the areas where they would seek you to make changes. In all, you now have a tremendous pool of information that you can use to inform you as you define your new frame. That’s step 2 of the reframing process (see Figure 7.1).

Figure 7.1 Reframe Step 2: Define Your New Frame

The information in step 1 of the reframing process has come from the outside, so to speak—from your clients and the other professionals you have interviewed. Now it’s time to look within yourself, your team, and the organization for wisdom and guidance on what you believe a good reframe will be for the firm. The data you have gathered from clients and professionals, coupled with the insights and ideas you generate by brainstorming internally with your team, will provide you with the valuable information you need to define an effective frame that supports your clients in a way that works for them and, at the same time, is reflective of a purpose you and your team are excited to fulfill.